Company & Stakeholders
Contents
- Company
- Accom Looker
- Accom Booker
- Accom Provider
- Online Travel Agent (OTA)
- Local Community
- State Tourism Authority
- The Tax Office
- Tourism Economy
- Contact
Company
TripAlytics is a small Traveltech company operating in Port Stephens NSW since 2012.
Our search technology helps users find accommodation and book direct.
Our mission is to help steer the Tourism Economy away from Online Travel Agents towards booking directly with Providers.
By helping accom Providers avoid large middleman commissions we also help their Guests get better accom and lower prices.
Accom Looker
Many accom Lookers just want the facts: who, what, where and contact details.
This is particularly true of older Customers — the ones with the time and resources to travel.
TripAlytics helps "cut through the internet noise" and 50-60% of our website visitors are 55 years of age and older.
Accom Booker
During the pandemic of 2020 there was a dramatic increase in direct purchases.
Hotel guests know they get better outcomes by booking direct: a room upgrade or lower rate, for example.
However, supporting local communities is also an important consideration for many people.
They know more of their spend stays in the local community when they book direct.
This trend is likely to continue.
Accom Provider
Many accom Providers saw the pandemic of 2020 as an opportunity to improve their tech and the advantage enjoyed by the big OTAs has narrowed.
However, OTAs are very good at ensuring Providers appear at the bottom of internet search results.
This makes it very hard for smaller and independent Providers such as motels and caravan parks to get noticed.
TripAlytics can help. Our content and marketing platforms are highly optimised for Paid Search. We get Providers noticed.
Our Paid Search ads are seen by thousands of Lookers every day.
Every ad impression encourages them to "book direct" — whether they click the ad, or not.
This is a very real and significant benefit to the Tourism Economy.
Online Travel Agent
Online Travel Agents (OTA) such as Booking.com and Expedia are middlemen and they are very good at what they do.
We think they are an important part of the Tourism Economy; however, we also think they have too much market power.
For example, before Wotif became part of Expedia Group, Providers paid a 10% commission. Providers now pay 15-20% for essentially the same service.
OTA market power also means that Customers do not always get the best accommodation or services or prices.
For example, many hotels will provide a "free breakfast" or a "room upgrade" for guests who book direct.
TripAlytics helps Providers push back against OTA market power.
And we also help Customers get a better deal.
Local Community
When accom Providers avoid commissions they can employ more staff and fund bigger maintenance programmes that are a direct and significant benefit to local communities.
State Tourism Authority
State Tourism Authorities can improve the social and economic wellbeing of their states by implementing a dedicated and well-funded campaign to encourage direct bookings.
The 15-20% commissions that accom Providers avoid can be invested back into the Tourism Economy and Customers will get better accom and services at better prices.
And these important benefits accrue automatically with every direct booking — Providers will not have to fill in any paperwork; apply for a grant or download a voucher.
The Tax Office
More direct bookings means the Tax Office will collect more tax.
In 2019, Expedia Group (e.g., Expedia, Hotels.com, Stayz, TripAdvisor, Trivago, Wotif) and Booking Holdings (e.g., Agoda, Booking.com, Kayak, Priceline) accounted for about half, or $600 million, of all online accom bookings in Australia.
However, these global giants are largely foreign-owned and employ very few Australians; pay very little tax and send most of their profits to shareholders overseas.
According to the Australian Tax Office, in 2019 Expedia reported $154 million in income and paid $58,000, or 0.04%, in tax.
Direct bookings are good for Providers and Guests; the Tourism Economy and the broader community.
Tourism Economy
Direct bookings are good for many stakeholders: Providers and Guests; local communities, regions and states.
The Tourism Economy will be bigger and more resilient to downturns if more Guests book direct.
State and national tourism bodies can — and should — do a lot more to encourage Guests to book directly with accom Providers.
Contact
Webcraft (Holdings) Pty Limited
ABN: 93 978 596 381
PO Box 262
Salamander Bay NSW 2317
02 4984 3577
[email protected]
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